Awarepreneurs - #1041: Awarepreneurs interview

🔖 Titles

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1. Building Community Through Soccer: The Story of New Mexico United’s Unique Social Impact 2. New Mexico United: A Soccer Team Putting Community First and Business Second 3. How New Mexico United Became a Community Hub Disguised as a Pro Soccer Club 4. Smiles Over Spreadsheets: The Social Entrepreneurship Approach of New Mexico United 5. Turning a Soccer Franchise into New Mexico’s Heartbeat for Belonging and Hope 6. The Economics of Hope: Community Building with New Mexico United Soccer Club 7. Community Wins First: Inside New Mexico United’s Social Impact-Focused Soccer Enterprise 8. From Underdogs to Role Models: The New Mexico United Community Brand Journey 9. Beyond the Field: Using Soccer to Foster Connection and Belonging in New Mexico 10. Building Belonging and Impact: The Social Mission Driving New Mexico United

💬 Keywords

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New Mexico United, social entrepreneurship, community building, professional soccer, Albuquerque, USL (United Soccer League), small business support, economic development, private investment, youth engagement, fundraising, nonprofit partnerships, belonging, diversity, inclusion, merchandise sales, corporate partnerships, fan experience, sports business, hope economics, branding, impact metrics, event attendance, local culture, player contracts, positive outcomes, sports marketing, indigenous communities, sports facility/stadium, mission-driven business

💡 Speaker bios

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Ron Patel grew up in England, where soccer was more than just a game—it was a way of life. Guided by that passion, Ron set out to bring professional soccer to New Mexico, a state he felt was too often underestimated and overlooked. Determined to create something positive for his community, Ron teamed up with creative minds like Peter, whose out-of-the-box thinking helped drive their vision. Drawing on Peter’s wisdom, Ron learned that building something meaningful sometimes means looking beyond the spreadsheets and focusing on the human impact. Through his efforts, Ron aims to inspire hope and pride in New Mexico, proving the state is more than good enough for the beautiful game.

ℹ️ Introduction

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Welcome to this episode of Awarepreneurs, the world's longest-running social entrepreneur podcast, hosted by Paul Zelizer. Today, we're diving into a truly unique intersection of sport and impact with Ron Patel, President of New Mexico United—a professional soccer team that sees itself first and foremost as a community building organization. Ron shares the origin story of New Mexico United, how he and co-founder Peter Trevisani envisioned the club as much more than just a sports franchise. Their mission was to win hearts before matches and create positive outcomes for New Mexicans by tapping into the state's sense of pride and belonging. Against the odds—think small population, limited economic resources, and no Fortune 500 companies—Ron and his team leveraged the power of community, local businesses, and an inclusive brand to build something remarkable. Throughout this conversation, you’ll learn how Ron and the New Mexico United team prioritize community impact, develop creative KPIs like “smiles generated,” and engage thousands of local children in meaningful ways—all while achieving outstanding business results in attendance, partnerships, and merchandise sales. Whether you’re a social entrepreneur, impact leader, or just curious about what happens when sports organizations put community at their core, this episode offers practical insights, inspiring stories, and plenty of ideas for building organizations where belonging and purpose fuel lasting success.

❇️ Key topics and bullets

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Certainly! Here’s a comprehensive sequence of topics covered in the transcript from the Awarepreneurs episode featuring Ron Patel, with sub-topic bullets for each primary topic: --- ### 1. Introduction to the Episode and Guest - Introduction to Awarepreneurs podcast and host Paul Zelizer - Overview of the topic: a community building organization disguised as a pro soccer team - Introduction and background of guest Ron Patel - Role as President of New Mexico United - Brief history: entrepreneurship, founding of Just Dine In, Albuquerque Soul, and involvement with Grubhub - Ron’s path within the New Mexico United organization ### 2. Origin Story of New Mexico United - Collaboration between Ron Patel and Peter Trevisani - Vision: Building a community-focused soccer team for New Mexico - Emphasis on “winning hearts before winning matches” - Overcoming skepticism and nontraditional motivations for team creation ### 3. Overcoming Early Hurdles and Assessing the Market - Challenges: small population, weaker state economy, lack of Fortune 500 companies - “Graveyard” of failed sports teams in New Mexico - Shifting focus to: - Leveraging thousands of small businesses - Focusing on residents who stay and care about New Mexico - Tapping into local pride and community identity ### 4. Approaching Community Building in the Business Model - Distinguishing between transactional businesses and community-centered ones - Economic development vs. “the economics of hope” and belonging - Integrating the community into every aspect of the organization’s purpose ### 5. Financing and Structure of the Club - How New Mexico United was financed: - No debt instruments; equity from private investors rooted in New Mexico - Owners’ motivations centered on community improvement, not profits - Influence of art, immersive theater, and creativity in the organization - Relationship with Meow Wolf and creative branding ### 6. Community-Centric Branding and Fan Engagement - Community input on the team’s name; reasons behind choosing “United” - Mission statement focused on bringing New Mexicans together and creating positive outcomes - Brand inclusivity through messaging (e.g., area codes, red vs. green chile, welcoming all backgrounds) - Distinction between “fans” and “customers” - Orientation and ongoing culture-building practices for staff ### 7. Building an Internal Culture of Impact and Innovation - Hiring with intention: onboarding practices and mission training - Fail-forward mentality; encouragement of experimentation: - “Three dumb ideas a day” policy for staff to foster creativity - Creating new KPIs aligned with values: - Smiles generated as a key performance indicator (goal: 1 million smiles) - Tracking and sharing impact metrics as part of organizational culture ### 8. Measuring Social and Community Impact - Quantifying impact beyond match results: - Number of children visited at schools, hospitals, and community centers - Players required to complete a number of community appearances - Innovative fundraising and youth engagement strategies: - Ticket sales fundraising programs for nonprofits and youth sports - Creating memorable, life-changing experiences for local children ### 9. Business Results and Organizational Success - Recap of business metrics: - Top three in attendance in the league - Top two in corporate partnerships - Number one in merchandise sales - Perspective on turning perceived disadvantages (small market, less wealth) into strengths ### 10. The Power of Belonging and Diversity - Importance of belonging in driving fan engagement and business outcomes - How New Mexico United reflects and includes the state’s diversity - Initiatives and strategies to create an inclusive environment - Outreach to diverse communities and physical presence across the state - Special community engagement activities and events for various groups ### 11. Lessons for Other Community-Oriented Social Entrepreneurs - Suggestions for starting and growing a community-focused brand: - Don’t make it about yourself; focus on those you serve - Build interpersonal relationships and empower fans - Use intentional, community-oriented vocabulary and branding - Pitfalls to avoid: self-centeredness, transactional mindsets ### 12. Future Vision and Ongoing Challenges - Ongoing stadium challenge: working toward owning a soccer-specific facility - Vision for the next five years: greater impact, deeper engagement, enhanced game day experience - Commitment to humility, remembering entrepreneurial roots, and adapting over time ### 13. Final Reflections and Connect Opportunities - Ron’s personal entrepreneurial takeaways and advice to others - Contact information for Ron Patel (LinkedIn) - Encouragement for listeners to support or learn from the episode --- Let me know if you’d like to dive deeper into any particular section or if you want a more granular breakdown!

📚 Timestamped overview

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00:00 "Community Through Pro Soccer"

05:20 "Fostering Business, Community, Hope"

07:56 "Leveraging Community and Resources"

10:33 "Sports: Passion Over Profit"

15:04 Fans Are the True Boss

17:42 "Winter Summit and Smiles"

20:51 "Non-Soccer KPIs and Impact"

23:30 Youth Fundraising Through Ticket Sales

28:10 "Community Building Through Soccer"

31:29 "Belonging in Diversity"

35:16 "Sports Unite Beyond Differences"

37:23 "Building Community in Divisive Times"

39:51 Retail Store on Route 66

45:32 Entrepreneur's Journey: $100 Fridays

46:15 "Never Forget Your Foundation"

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Ron Patel 00:02:49 00:02:53

Viral Topic: Ignoring the Numbers to Chase a Dream: "I remember the day Peter told me, ron, sometimes you just gotta ignore the spreadsheets."

Ron Patel 00:06:24 00:06:42

The Economics of Hope: "But there's really no metrics out there that talk about the economics of hope. And hope is something that's so powerful. And if you can give people hope and if you can give people a sense of community and a sense of belonging, the sky's the limit as to where those other economic development metrics can go."

Ron Patel 00:10:35 00:10:40

Viral Topic: The Hidden Costs of Sports Ownership: "There's a joke that the number one way to make a million dollars in sports is to start with 10 million."

Ron Patel 00:13:50 00:13:59

Viral Topic: Redefining Sports Team Missions
"Our mission is to bring New Mexicans together in ways they've never been brought together before and to create positive outcomes for New Mexicans. And obviously, notice there's not the word soccer in there."

Ron Patel 00:14:54 00:15:03

Viral Topic Title: Why Fans Matter More Than Customers in Sports Branding
Quote: "They're fans, by the way, Paul. They're not customers. The second you call them a customer, it puts a dollar sign over their head and the relationship becomes transactional."

Ron Patel 00:15:13 00:15:24

Viral Topic: The True Bosses in Sports Are the Fans: "You don't work for me. We usually do it in the second floor of our retail store with a window that looks down to the retail store and I point down to the store and, and for the fans that are in the store saying, you work for them and they're your boss."

Ron Patel 00:23:38 00:23:45

Viral Youth Fundraising: "Every ticket that we sell through this link, we donate $5 back to that kid's youth soccer team."

Ron Patel 00:34:26 00:34:35

Viral Topic: Bringing Community Together Through Sports
"I go meet the mayor and I go meet the head of the chamber of commerce, tell them to come back out for a photo op with the kids. Hey, this team is for you. And we started doing that early on and we haven't stopped."

Ron Patel 00:35:38 00:35:48

Viral Power of Sports Unity: "It was almost like that scene from Stepbrothers where they're like, did we just become best friends? And that's what sports has the power to do, I think when done correctly."

Ron Patel 00:45:50 00:46:15

Entrepreneurship Reality Check: "When I started my first business, you know, I realized I could only afford to pay myself $100 a week. So every Friday, I would log into Wells Fargo and I had a business partner. We would pay ourselves $100 each, and I would pray that there was $200 in the bank. And some weekends there were, and some Fridays there weren't. And I remember just transferring over 50 and then waiting till the credit card funds came in from the weekend on Monday, Tuesday to transfer over the other 50."

🎬 Reel script

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On this episode of Awarepreneurs, I sat down with Ron Patel, President of New Mexico United, to explore how a pro soccer team can be a powerful driver of community. Ron breaks down their mission to unite New Mexicans, not just through the game, but by igniting local pride, building belonging, and generating a million smiles. From innovative fundraising to inclusive fan experiences, New Mexico United proves that you can run a successful business while putting people and impact first. If you want to grow your business by investing in community, this episode is for you!

👩‍💻 LinkedIn post

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Absolutely loved the latest episode of Awarepreneurs, where Paul Zelizer sat down with Ron Patel, President of New Mexico United, to explore how a professional soccer team can be a powerful driver of community impact. Ron’s journey with New Mexico United is a masterclass in using sport as a force for good—building belonging, connection, and pride in a state often overlooked. If you’re passionate about social impact or building community-driven organizations, you’ll want to catch this conversation! **Three key takeaways for social impact leaders and community builders:** - **Lead With Community, Not Transaction:** NM United’s mission is to “bring New Mexicans together in ways they've never been brought together before.” By focusing on belonging rather than just profits or wins, they’ve built meaningful, deep-rooted relationships across diverse communities in New Mexico. - **Embrace Out-of-the-Box Impact Metrics:** Instead of only tracking conventional KPIs, Ron introduced "smiles generated" as a measurable outcome—aiming for a million smiles this year. They also track kids directly impacted through programs, and funds raised for local nonprofits, showing that social enterprises can redefine success. - **Turn Disadvantages Into Strengths:** Despite New Mexico’s small population and fewer large corporations, NM United embraced local small businesses and created a brand where pride and connection thrive. Their inclusive approach led them to become #1 in merchandise, top 3 in attendance, and top 2 in corporate partnerships in their league. If you’re building a purpose-driven venture, Paul and Ron’s conversation is a reminder to put people first, measure what matters, and nurture both business and community. Check out New Mexico United and connect with Ron Patel on LinkedIn if you’re interested in weaving impact, inclusion, and business success together! #SocialImpact #CommunityBuilding #Leadership #SoccerForGood #Awarepreneurs #NewMexicoUnited

🗞️ Newsletter

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Subject: 🎙️ Community, Soccer, and Smiles: The Story Behind New Mexico United Hi Awarepreneurs community, We’re excited to share a truly inspiring episode of the Awarepreneurs Podcast you won’t want to miss! This week, host Paul Zelizer sits down with Ron Patel, President of New Mexico United—a pro soccer team with a mission far bigger than sports. **Episode Spotlight:** **A Community Building Organization Disguised as a Pro Soccer Team** *Guest: Ron Patel, President of New Mexico United* --- ### What’s Inside This Episode? **1. More Than Just Soccer** Ron Patel and his team see New Mexico United as a “community building organization disguised as a pro soccer team.” Learn how they’re flipping the script on what it means to run a pro sports franchise—one focused less on spreadsheets and more on hope, pride, and belonging for New Mexicans. **2. Building From the Ground Up—Together** Launching a professional soccer team in New Mexico wasn’t easy. With a small population, limited big sponsors, and a history of failed teams behind them, Ron shares how they leaned into what makes New Mexico special: its people, culture, and small businesses. Instead of lamenting what the state lacks, United celebrates who’s here now. **3. Financing with Heart** Get the behind-the-scenes look at how the team was started—no big corporate checks, just local private investors who share the club’s passion for community impact. Ron and the owners care as much about creating a legacy for New Mexicans as winning championships. **4. Community Impact: Smiles Are the KPI** This episode is packed with unique ideas for creating deep, measurable community impact. For example, Ron’s favorite key metric isn’t just revenue—it’s the number of smiles generated! From free youth clinics across the state to deep partnerships with local orgs, their outreach now touches thousands of children and supports a dazzling variety of nonprofits. **5. Culture of Belonging** Learn how New Mexico United created one of the most inclusive, welcoming sports experiences in the country—where families from every background feel welcome and connected. Their “fans-first” philosophy flips traditional sports marketing, spotlighting supporters rather than just star athletes. **6. Results That Matter** The impact speaks for itself: - Top 3 in attendance in the league - No. 1 in merchandise sales by a wide margin - No. 2 in corporate partnerships Their secret? Turning disadvantages into advantages and rooting every decision in community pride. --- **Favorite Takeaways:** - “Hope is something that’s so powerful… if you can give people hope and a sense of belonging, the sky’s the limit.” - “We meet people where they’re at—not just physically, but emotionally and mentally.” - “Smiles generated” is a real business metric! --- ### Ready to Get Inspired? 🎧 **Listen now:** [Latest Awarepreneurs Episode with Ron Patel](#) 💬 Share your thoughts: How do you build belonging and impact in your work? Hit reply—we’d love to hear from you! As always, thank you for being a part of the Awarepreneurs community. If this story moved you, please share this episode or leave us a review—help us grow the movement! Stay aware, The Awarepreneurs Podcast Team P.S. Big shoutout to New Mexico United for showing what happens when business, sport, and heart come together. #SomosUnidos --- If you want to recommend a guest, or want to dive deeper into growing your impact business, check out our [strategy sessions with Paul](#).

🧵 Tweet thread

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🚨THREAD: How a Pro Soccer Team Became One of America’s Most Impactful Community Builders⚽️🏆 Ever heard of a *community-building organization disguised as a pro soccer team*? Meet New Mexico United and its President, Ron Patel. Their story will change the way you see sports.👇 1/ When Ron & Peter launched @NewMexicoUTD in 2018, the spreadsheets *said no* — no Fortune 500 companies, small market, struggling economy. But “the economics of hope” was a stat they *dared* to bet on. 2/ Instead of whining about what NM lacked, they doubled down on what made it unique—*thousands of small businesses*, cultural pride, & people who love where they live. “It wasn’t to win a championship. It was about winning in our community.” 3/ They didn’t just talk community—they built it in their DNA. - Every employee/new hire goes through *mission training* - Staff are told “you work for the fans, they're your boss” - Team name? Crowdsourced. Logo? Full of regional symbolism. It belongs to New Mexico. 4/ Their secret? MAKE IT ABOUT *THEM* (the community, not the club). No sports business jargon, fans are never called “customers.” Everything is about *belonging*, celebrating, and meeting people where they are. 5/ Smiles, not just sales: NM United tracks a unique KPI— “How many smiles did we create?” Last year? Nearly *1 million*. From school visits, to free clinics, to after-game field experiences for kids. Every kid or family you see on the field? Earned through community efforts. 6/ Profits & Purpose can BOTH win: By turning ticket sales into fundraisers for local youth orgs, the team raised $50k+ for nonprofits last year—while those same kids got once-in-a-lifetime soccer experiences. 7/ The business results? Mind-blowing: - #1 in merchandise sales by a mile - Top 3 league attendance—despite the smallest markets - Top 2 in corporate partners Turns out, leading with impact is a competitive advantage. 8/ Most inspiring? This is in a “majority-minority” state, often overlooked. Attend a United game and you’ll see: multi-generational immigrant families, natives, entrepreneurs, service members, artists… all united by *belonging*. 9/ When the team loses games, attendance goes UP. Why? Fans show up to *lift* the team—they feel it’s theirs. “We’re not checking community boxes. We show up,” says Ron. 10/ Lessons for ANY founder: - Focus on who you serve, not yourself - Build for hope & belonging, not just transactions - Let your “disadvantages” become your superpower Want to hear the full episode & more insights from Ron?👇 [Link to episode 🔗] #SocialImpact #Entrepreneurship #SportsBiz #CommunityFirst #Soccer #NewMexico #Leadership — RT to spread some community-powered hope today! 🙌

❓ Questions

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Absolutely! Here are 10 discussion questions inspired by this episode of Awarepreneurs with Ron Patel: 1. **What does it mean to build a community-focused organization "disguised as a pro soccer team," and how does New Mexico United put this into practice?** 2. **Ron and Peter chose to prioritize winning hearts and inspiring community pride over just winning matches. How has this shaped the club’s culture, business model, and impact?** 3. **Given New Mexico’s challenges—small population, limited economic resources, and a history of sports team failures—what strategies did the founders use to overcome these hurdles and succeed?** 4. **Ron discusses “the economics of hope.” In your opinion, how can hope and belonging be measured, and why are they important metrics for community-driven businesses?** 5. **From private investment by local stakeholders to fundraising through community programs, New Mexico United has a unique approach to financing. What are the advantages and drawbacks of their model?** 6. **The club tracks unconventional metrics like “number of smiles” and “kids visited.” How do these KPIs help guide their impact, and what other nontraditional metrics might be useful for social enterprises?** 7. **Ron highlights the importance of not calling supporters “customers.” How does language shape relationships and culture within a community-based organization?** 8. **Inclusivity is central to New Mexico United’s brand—whether through outreach, events, or merchandise. What are some creative ways this approach shows up in the episode, and how might it inspire other organizations?** 9. **In a polarized and divided era, what specific actions or values does New Mexico United rely on to foster a sense of belonging and bring diverse communities together?** 10. **Ron shared that for leaders, it's crucial “not to make it about you.” What does servant leadership look like in the context of a social enterprise, and how might this philosophy contribute to long-term success?** You could use these questions for a team reflection, classroom discussion, or even a deeper dive on the podcast itself. Let me know if you want to explore any of these topics further!

🪡 Threads by Instagram

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1. What if a pro sports team was actually a powerful community builder? New Mexico United is showing us that belonging, pride, and smiles can fuel business success and deep impact at the same time. 2. Instead of bemoaning what New Mexico lacks, United leaned into its strengths: passionate people, vibrant culture, and small businesses. The result? Top attendance, record merch sales, and real hope. 3. Imagine tracking your impact by counting smiles and children reached, not just dollars. That’s how New Mexico United measures its social success—proof that community-driven metrics matter. 4. Want to build true belonging? Serve your fans, don’t just sell to them. United treats supporters like family, not customers. Switch your lens from transaction to relationship and watch your culture thrive. 5. Facing startup challenges? Flip disadvantages into advantages by thinking creatively and making it about the people you serve. That’s how New Mexico United united an entire state—all while keeping the business growing.

SEO Description Summary

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In this episode, New Mexico United President Ron Patel shares how the pro soccer club is intentionally designed as a community-building organization, driving social impact through inclusive outreach, youth engagement, and innovative business strategies. Discover how belonging, local pride, and creative funding have made United a leader in attendance, merchandise, and partnership within their league.

LinkedIn Thought Leader post

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1. Is community building the secret ingredient for lasting social impact? How can entrepreneurs create organizations where belonging fuels business success? What happens when you transform a sports team into a hub for positive change? We dove into these questions with Ron Patel, President of New Mexico United, during our recent Awarepreneurs interview led by Paul Zelizer. Paul sparked a powerful discussion: "You couldn’t get these results without bringing in, by definition of who lives here, a very diverse group of humans to support this. There’s that sense of belonging..." Throughout the episode, Paul explored how New Mexico United became much more than a pro soccer club—it’s a community-building engine, leveraging local pride to drive both social and business outcomes. Key takeaway: Focus on deeply connecting with your community. Business isn’t just about transactions; belonging creates fans (not just customers)—and fans show up, even when the scoreboard doesn’t favor you. How do you foster belonging in your organization? Share your experience in the comments—and tune in to this inspiring conversation for more ideas on weaving social impact into your brand’s DNA. 2. Can a for-profit business drive social change at scale—while achieving top industry results? How do impact-driven leaders measure success beyond revenue or attendance? What does "winning hearts before winning matches" look like in practice? We unpacked these questions on the latest Awarepreneurs episode with Ron Patel of New Mexico United, guided by our host, Paul Zelizer. Paul challenged conventional thinking: “What if your business tracked smiles as a KPI? What does it mean to be a community-building organization disguised as a soccer team?” From million-smile metrics to community-driven brand design, Paul’s approach reveals how reimagining impact can propel both business and social outcomes. New Mexico United isn’t the largest market, but it leads in merchandise sales and attendance—a testament to the power of social entrepreneurship. Actionable strategy: Shift your metric of success. Track the community impact you make—smiles, engagement, belonging—and let that drive your business forward. Curious how you could apply this in your field? Drop your thoughts below and listen to the episode for bold strategies you won’t find in traditional playbooks. #socialimpact #communitybuilding #leadership #awarepreneurs

Key takeaways

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1. Community First, Business Second: New Mexico United was founded with the primary intention of building community and creating positive outcomes for New Mexicans, rather than simply winning matches or maximizing profits. This community-first orientation is not just a slogan, but embedded in every aspect of the organization—from its mission statement to hiring practices and business decisions. "It's not the reason I show up to work every day. It's got nothing to do with winning games. It's all about winning in our community and creating positive outcomes for New Mexicans." 2. Leveraging Local Pride and Diversity: The club has thrived by tapping into the rich culture, pride, and diversity of New Mexico rather than lamenting what the state lacks in terms of major corporations or population size. By intentionally making everyone—from different regions, backgrounds, and heritages—feel included and welcome, New Mexico United has fostered an extraordinary sense of belonging among fans. "I remember one of your ads said something... Whether you live in the 505 or 575... Whether you like red chili or green chile... Whether you just got here last week or your family has been here for generations, New Mexico United. That way of an inclusive invitation to come take part in the United. Now, that's been part of the intention from day one, hasn't it?" 3. Measuring Impact Beyond the Bottom Line: New Mexico United tracks its success not just by revenue and attendance, but by unconventional metrics such as “smiles generated” and children reached through community programs. By integrating charitable giving, youth engagement, and creative initiatives into its business model, the club proves that doing good and running a successful enterprise can—and should—go hand in hand. "We tracked the number of smiles we generated in the state of New Mexico... We calculated that we generated 975,000 and some change... I challenged the team, like, this year, I don't want to hear about revenue... I want to hear how we're going to get to a million smiles."

Leading question

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What if building a world-class sports team wasn’t really about winning games, but about uniting a whole state—and measuring success in smiles? These are just a few of the provocative questions we explored with Ron Patel, President of New Mexico United, on the latest Awarepreneurs podcast episode, hosted by our very own Paul Zelizer.

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